Over the last twenty years the field of strategic marketing has been the subject of much change and controversy. Ideas have been constantly revised, and new concepts developed which are used alongside the old. Market Focus attempts to bring some order to this confused picture by presenting an integrated model of strategic marketing as the basis of a company-wide strategic management philosophy. The outcome of this integrated approach is the ability to develop focused, practical and actionable marketing plans, to provide a constant reference point for line management implementation. The book also underlines the need for the entire organization to be involved in the market focus process, and outlines a means of doing this through the establishment of a Market Focus Council.Market Focus is aimed at managers from all functions with an interest in strategic issues as well as those concerned with the practical implementation of strategic marketing concepts; higher level students planning to work in marketing management will also find it of benefit.
Rick Brown Reihenfolge der Bücher (Chronologisch)
